DESIGN REQUIREMENTS

Our redesign is based on a overal conclusion of all our previous work.

When we look at the visual structure, one notices that the landing page provides a lot of information. Showing all these different elements can overwhelm the viewer and so decreases the coherency of the webshop. The navigation bar is a centerpoint for the user, making this element more important will allow elimination over other elements. The conducted eye tracking, visual analysis and colorblindness are all backing this up. 

The eye tracking experiment made it clear that the key to drawing the eye is distinction from surroundings. Although many things seemed to catch the eye, they all had a clear attribute that set them apart from their surroundings, be that color, type size, or being placed in some sort of border or box. These attributes should be applied in our re-design in the areas which we have determined to be important in the visual structure.

The visual analysis mainly showed us the use of color of the Phonehouse website could be more balanced. The designers of the current webshop seemed to have used a color harmony, but they didn’t make use of one dominant color and they chose slightly different hues than the tetradic harmony suggests for the green and orange.

The colorblindness experiment made clear that the website has no real accessibility issues in its current design, which is a desired effect and we have to keep this in mind for the aesthetics of our redesign.